Beruflich Dokumente
Kultur Dokumente
Marketing Management
A South Asian Perspective, 13th ed
The Himalaya Drug Company serves a growing niche market by focusing on ayurvedic medicines and health supplements
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What is Customerization?
Customerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.
Horlicks is sold in a number of countries across world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs.
Behavioral
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Demographic Segmentation
Age and Life Cycle
Life Stage Gender Income Generation Social Class
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Behavioral Segmentation
Decision Roles Initiator Influencer Decider Buyer User Behavioral Variables Occasions Benefits User Status Usage Rate Buyer-Readiness Loyalty Status Attitude
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Contd
Start with current users of the brand Tackle current users of competitors brands Tackle non users, entering the category for the first time
Benefit segmentation
GSK Consumer Healthcare & Pepsi have created separate segments with their Diet Horlicks & Diet Pepsi. Mother Dairy has done the same thing with their low calorie ice cream
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Example
Suppose you are targeting the market of holiday lovers, and have chosen a broad segment applying the conventional segmentation methods. You work out a travel package addressed to them. But, you find some of them looking for privacy, some others are relishing group activities, some are interested in exotic settings, and some more are concerned at the travel comforts. All of them are holiday lovers & you have selected the segment applying a combination of relevant segmentation variables. But you find your purpose is not fully served, given the diverging value needs of the segment. You have to go deeper & capture the value difference in the segment.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
Loyalty Status
Hard-core
Accessible
Differentiable Actionable
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Contd
Check out if the firm has the differential advantage capability for serving the selected segments Evaluate the firms resources Examine, whether the spotted segments match with & make the best fit for the firms distinctive capabilities Finally, select those segments that are most appropriate for the firm as the target market